Whenever you are asked if you can do a job, tell ‘em ‘Certainly I can!’ Then get busy and find out how to do it.
—Theodore Roosevelt
Right now, planned changes to the funding landscape in Canada are forcing film and television producers to reconsider how they work with digital media. While some may understand this sometimes arcane area, others have had little experience or interest in anything digital: after all, creating a modest website pales in comparison to the challenges of mounting a multi-million dollar television production.
But still…
If the soon-to-be-launched Canada Media Fund is a forerunner of what is to come, film and television producers will soon be required to “go digital” and consider how unforeseen and constantly evolving technologies will batter or buttress their audience numbers. New rules, new techniques, new money, entirely new ways to tell stories… things are moving fast and it is hard to find time away from the day-to-day demands of production to figure this whole thing out.
But guess what? You’re not alone.
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Even the digerati have only a general sense of how technical changes will unfold. Ask three new media professionals how to develop an online strategy and you will hear five different answers. The state of the digital space is such that there are lots of ideas, options and relevant technologies… but the best way to orchestrate them with business objectives can be highly subjective.
In today’s seminar and in the primer, we are not trying to provide definitive answers that probably don’t exist. And while we could catalogue and analyze the digital campaigns that have been successful to date, things change very quickly in this space: what was a breakout success in engaging audiences last year may now be largely ineffective.
Rather, we want to share our methods – with which we have found success in the past – as a way to begin your dialogue with interactive agencies. We will focus on those techniques common to the development of a successful new media property: practices that are evergreen and, if followed conscientiously, will ensure that whatever your strategy, it will be able to meet your goals.
Throughout the primer, you will find additional information in the form of tips, definitions, and best of breed approaches created by new media professionals who come from a wide range of backgrounds. Some ideas you might agree with, some might baffle you, some might strike you as simple common sense. But throughout, we will try to bring everything back to a process that we believe will work for the digital extension to any film or television property, and one that will give your ideas the best chance to find success.